Pay Per Click Help Blog

PPC ROI

2007-04-01T01:40:00Z

I have found that ROAS is an awful indicator for performance. Try using the pure ROI equation. Calculating the ROAS is a basic equation of revenue/cost.
To calculate PPC ROI:

First get the contribution: (Revenue x Margin) - Ad Cost
So using these numbers with a presumed 50% margin:
(1574 X .50%)=787)) Then - 787-1525=-738
contribution is -738

The to calculate PPC ROI Use: Contribution/Cost

-738/1525= -48% ROI

Yeah that is awful...

Another one you might be missing in the post is the Miva match option which sucks you dry. I gave up on Jeeves a while ago and have found they suck on so many levels, I read on another blog that they make more money backfilling listings from Google. Barry Diller is dipshit and that engine is completely ass backwards, 3 months billing cycles, using the looksmart interface, it goes on.

The Secret of PPC - Organization

2007-03-31T21:19:00Z

Pay Per Click Help is hard to come by. I want to share with you the underlying principles of what makes PPC successful. There are many people out there who do this stuff completely wrong. The bottom line, the absolute, the best advice you will ever hear on PPC is about to be revealed to you.

1. Don't be a lazy ass - look at your account everyday and slowly peck away at making it work better. Do keyword optimization every week, then for the month, then for every 90 days, Implement the revenue tracking option and conversion tracking option on any engines that offers it, sign up for goole ananlytics as well and implement revenue tracking there as well. DON"T BE A LAZY ASS

2. Organization - You need to think of how you will break apart the account from the very beginning and you cannot just use keyword segmentation alone, although that is the major factor but take the following into consideration when you are creating adgroups:

Keywords - make sure they all relate to one another
How will you use the keyword in the adtext and how it will relate to the product. I.e. use the {KeyWord} variable in the adtext and destination URL. But grouping becomes really important, because if you have something like 100 model numbers all by the same manufacturer, then you want to group accordingly, having only one adgroup per model numbers so 100 adgroups: Then you have adtext that can list factors such as price, geo location, etc..
Destination URL & Landing Page - using the above structure you better send the traffic direct to the landing page of the product
Volume - if you have all of your popular keywords in one adgroup, and you have budget cap, then bad performing words can take away from good ones.

So to do things this way at this level is very time consuming, but it works much better and the more targeted your listings the more likely you are to sell. Some tricks that might help you generate a giant properly segmented PPC account fast are to use a feed from your site if you are using a shopping cart, figure out how to break that feed apart and use the organization of it to import it into adwords editor. Along these lines always create an account in adwords first using the adwords editor then export into other engines. In time I think there will be more tools to make MSN and YSM more user friendly but right now adwords allows you to get the breadth of account built out.

3. Let go of bad performers - just turn of shit that does not work. End of story.

4. Don't blame Google, your website may suck. Most people have real issues with hearing their site is looked upon negatively. I have gotten no real kudos on my site design and not a customer yet! But I am willing to listen if someone tells me it sucks, or realize that I might need to make tweaks if I am getting targeted traffic and nothing is happening.

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Panama amd {Keyword} variable not working in Destination URLS

2007-03-15T07:46:00Z

Recently I have really begun to enjoy using the {KeyWord} Insertion variable in my destination URLs on Google. It really allows you to not worry about whatever tracking solution you are using messing up match types, getting those fun and "term=None" issues. Google has keyword insertion technology on the adtext and URL level. I know that find it quick has it. I think they use <<Term>>. I have seen it in other places but I cannot recall where right now, anyone know? If so Post and Share!. I know where i have seen it does not have the same resources as YSM. But Yahoo (sigh), oh Yahoo, I frown upon you like when I see my now coke/crack addicted female high school classmates that were once cute and full of life. You were so close, you put the same insertion variable; you know this one {KeyWord:Yahoo Sucks} as an adtext creation option for the new Yahoo Panama interface; But you left this out of the keyword destination URL field. I heard that I can use "OVKEY" but tell me how? All I can find is "turn on the append option" and your in business. Right, but I use Google analytics, so explain how that works with your system, or I use webtrends etc... Yahoo Rep will tell me on the phone " Uh? you can use Yahoo Analytics". Bollocks.

PPC Tracking

2007-03-15T07:43:00Z

Everyday in my life as an account manager I run into clients who refuse to recognize the importance of tracking. If you are one of these people: " I hate you". At my job I have to ultimately accommodate whatever foolishness I may encounter, but on my Blog; Tracking is everything and inexcusable not to have. If you are building a website using a CMS, make sure you can ad tags to the source code. If you are using a third party shopping cart, then figure out how the cart interacts with tracking solutions. You need to put tags on your cart pages and if they do not allow you to do this, then you are SOL. The types of tracking you should set up for PPC Campaigns is listed in this PPC Tracking Matrix. It will tell you what engines are out there and how to track them. A must as well for your account is enabling Google Analytics you can find more info on Setting Up Google Analtyics here.